WASHINGTON—The EPA proposed strict limits on greenhouse-gas emissions from new power plants despite warnings from utilities and others that such a step would lead to the demise of coal-fired electricity generation.

The agency outlined a standard that analysts said would effectively ban new coal-fired stations unless they use carbon-capture technology, which hasn't yet been proven cost-effective.

The EPA said the rule wouldn't apply to existing power plants, including when they make modifications to comply with other air-pollution rules, addressing a major concern of the power industry. The rule would also exempt new plants that are permitted and under construction within the next 12 months, the agency said.

The Obama administration will now take public comments on the proposal, and it isn't clear they will finalize it before the November presidential election.

We believe that by working with an unbiased energy consultant, companies can better navigate though volatile markets, price swings, and overall uncertainty.

We recognize several trends in the energy industry. Deregulation in both electricity and gas markets continues to spread state by state as consumers and governments recognize the benefits of competive energy markets. We believe that this will continue as regulators are able to tailor market designs to best meet the needs and requirements of its participants. Additionally, the shift towards renewable energy projects continues to be bolstered by private investments, mostly in states with relaxed electricity structures. This indirectly benefits our industry by shifting the reliability of energy supply to domestic resources. Finally, the higher cost of energy over the past couple decades has required new ideas to be formulated in order to help contain prices.